SF Techworks Conversion Rate Optimization

TextMarks: 500% sales increase

TextMarks sells SMS Marketing services primarily to small retail businesses. We started by focusing the business on the more profitable small business segment. We then shifted the business model away from a “freemium” business model to a pure subscription model with a free trial. TextMarks also has an API, and by analyzing which customers were using it and how, we could focus on better serving two key customer segments which are now contributing significant profits to the business.

Results

The results of our efforts were a 500% sales increase over the first 18 months working together, with no marketing spend and no increase in traffic to the site — all growth was due to optimization efforts. The results were accomplished by focusing on the most profitable customer segments, making it much easier for them to sign up and use the product. Dramatic visit-to-signup conversion rate increases were accomplished through split testing headlines and call to action buttons as well as messaging throughout the sales funnel.

JobScore: Over 200% Signup Rate increase

JobScore is a free Applicant Tracking System used by small and medium enterprises to track the hiring process. We started by implementing KISSmetrics to track the number of customers who came through the signup funnel. Then, we used Optimizely to drive more prospective customers from the home page to the signup page. By using survey.io, experience, and looking at competitors, we were able to develop and test several hypotheses about what home page messaging might drive an increase in conversions.

In addition to optimizing the headline, we also worked to optimize the primary call to action button on the home page. The Applicant Tracking System space is primarily populated by expensive products which cost several thousand dollars per month and require long term contracts. By highlighting the fact that JobScore is free, does not require a credit card to sign up, and signing up won't result in calls from pushy salespeople, we were able to immediately set JobScore apart from its competition.

Results

During the initial testing phase, we ran 8 different home page tests, resulting in a clickthru increase of over 200%. Through the various experiments, we also learned what best resonated with customers, which informed design and copy decisions for JobScore's recent redesign.

Schedulicity: More than doubled Visit to Trial Rate

Schedulicity is Online Appointment Software used primarily by personal care practitioners to manage their calendar and allow customers to book their own appointments online.

The Challenge

We immediately implemented Optimizely and began a series of tests to rearrange the home page and signup page to find messaging which best resonated with the target market. We also tested various images and color schemes to deliver a clear, compelling home page.

We then focused our efforts on trial to paid conversions. We conducted a series of carefully designed experiments to better understand what the key needs of the in-trial customers are. This included using KISSinsights surveys, A/B testing various page elements to drive key actions as well as discover intent, and segmentation of customers to deliver appropriate messaging depending on the state they were in.

Results

The series of home page tests resulted in gains of well over 100% in visit to trial conversion. This has allowed the company to dramatically accelerate grow, while getting a much higher ROI on marketing spend. The trial to paid conversion efforts resulted in over a 30% increase in paying customers, further boosting growth and increasing ROI.